Proceedings of the 8th International Conference on Entrepreneurship and Business Management Untar (ICEBM 2019)

The Impacts of Online Comments and Bandwagon Effect on the Perceived Credibility of the Information in Social Commerce: The Moderating Role of Perceived Acceptance

Authors
Choon Ling Kwek, Bi Lei, Lai Yan Leong, Michelle John A/P John Saggayam, Ying Xue Peh
Corresponding Author
Choon Ling Kwek
Available Online 29 June 2020.
DOI
https://doi.org/10.2991/aebmr.k.200626.076How to use a DOI?
Keywords
Social commerce, online comments, perceived credibility, bandwagon effect, perceived acceptance
Abstract
Social commerce is growing and gaining popularity among Generation Y due to the advancement of technology, in which it creates a new marketplace for sellers and buyers. It allows an individual to browse, compare and purchase the products on social media sites such as Facebook, Twitter and Instagram. Therefore, online comments, bandwagon effect and perceived credibility may have potential influences on the perceived credibility of the information given through social media sites. This study was carried out among the social commerce users in Malaysia with the purpose to investigate the determinants of perceived credibility within the context of social commerce. This study concluded that both online comments and bandwagon effects have positive relationship with the perceived credibility, whereas online comments are positively related to the bandwagon effect. In addition, the findings also revealed that perceived acceptance moderates the relationship between online comments and perceived credibility, whereas bandwagon effect mediates the relationship between online comments and perceived credibility.
Open Access
This is an open access article distributed under the CC BY-NC license.

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Proceedings
8th International Conference of Entrepreneurship and Business Management Untar (ICEBM 2019)
Part of series
Advances in Economics, Business and Management Research
Publication Date
29 June 2020
ISBN
978-94-6252-980-9
ISSN
2352-5428
DOI
https://doi.org/10.2991/aebmr.k.200626.076How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Choon Ling Kwek
AU  - Bi Lei
AU  - Lai Yan Leong
AU  - Michelle John A/P John Saggayam
AU  - Ying Xue Peh
PY  - 2020
DA  - 2020/06/29
TI  - The Impacts of Online Comments and Bandwagon Effect on the Perceived Credibility of the Information in Social Commerce: The Moderating Role of Perceived Acceptance
BT  - 8th International Conference of Entrepreneurship and Business Management Untar (ICEBM 2019)
PB  - Atlantis Press
SP  - 451
EP  - 460
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200626.076
DO  - https://doi.org/10.2991/aebmr.k.200626.076
ID  - Kwek2020
ER  -